Small medium-sized and micro-enterprises (SMMEs) are estimated to contribute about 52% of South Africa’s GDP, which is approximately R1 trillion. However, SME’s continue to struggle in South Africa due to a wide range of challenges, one of the biggest being access to business finance.
In November 2019, Lulalend launched a new marketing strategy and campaign developed in partnership with Tag8, Growth marketing consultancy. Based on the unique positioning, “Friends in Funding”, the campaign’s easy-to-understand tone drove home the fact that Lulalend is an admin-free, quick and easy way to access funding.
“We enjoy working with brands that share like-minded beliefs and being involved in projects that solve real problems and make social and lasting differences. This campaign was based on the insight that being an SME in South Africa can be stressful and lonely. What SME’s need most is a trusted friend in business and Lulalend offers exactly that. We brought this to life using a high five mnemonic and as a modern handshake to emphasise the supportive, colloquial nature of the relationship.” says Andrew Franks, Tag8’s Creative Director.
With a refreshed strategy the integrated campaign combined a strong digital focus, videos, radio and strategically placed digital media, positioning Lulalend as South Africa’s new BFF – Best Friend in Funding.
Our ‘Friends in Funding’ messaging encapsulates perfectly our Lulalend values, as well as the type of support we believe South African SME owners are looking for.” says Tom Stuart, Lulalend’s Chief Marketing Officer.